Many wine consumers and industry professionals would assert that a “good” wine is any wine you enjoy. So, with a product where individual taste influences demand so heavily, is the concept of “quality” relevant? As I hear from consumers quite often, “I like, what I like”… I read and hear this point discussed often, but in direct contradiction, both the industry and consumers generally accept the role wine critics play as the arbiters of quality. The question has to be asked, if there is no generally accepted criteria with which to make that judgement, is attempting to assess wine quality a complete waste of time? Is there any value in professionals establishing standards for quality in the industry?
Is Measuring Quality Necessary?
There are three major sources* in the world wine industry for education: Wine Critics/Writers, The Court of Master Sommeliers and well-respected University Degree Programs (i.e. UC-Davis). By definition, in order for these sources to write, serve and teach wine, they must clearly establish generally accepted ideas defining quality and recognize trends in the industry supporting it. Are established quality standards really necessary, or even appropriate? I see so much vehement commentary on discussion boards regarding this topic – the idea of general consumer preference versus professional palates driving the industry…
My recent posts have generated comments from within the industry suggesting I am on a slippery slope in asserting that one producer makes better wine than another. I don’t agree. Wine Critics do this everyday. Although effectively, this can only be justified if you establish a consistent, understandable criteria. Somm training does define a generally accepted wine profile for quality. This is based on an important premise: “in an assessment, it is not possible for one wine to taste better than another, but it is possible to be of higher quality**.” Learning to recognize and emphasize structure and balance as the major components of wine quality is emphasized over and over again.
On a personal level, I do enjoy wines that show these characteristics. You could argue that the training influenced by wine service professionals has fashioned my palate, or it may be that as my palate became more experienced, it naturally turned to these types of wines. In the industry, we have a responsibility to bring perspective, educate and in-turn help enrich the wine experience for wine enthusiasts newer to the calling. So, being a passionate wine enthusiast and having some professional training under my belt, I feel a responsibility to act as an industry ambassador in this regard.
There is so much variability and diversity in wine that there can be no absolutes. Consumers can and should drink what they enjoy, but there must also be a generally agreed upon model for quality that the industry can aspire to. Is it fair that Critics, Somm training organizations and Universities establish that model for the general public? I suppose it would depend on your point of view… Although, if personal preference were the only criteria, there would be no common point of reference.
I would be in favor of exploring another model, but I would hope demand would not establish that criteria. So, until we find another way, please don’t kill the messenger… Some wines simply ARE of higher quality than others, regardless of whether they have a large following, or not.
Fairness and Perspective
In deference and respect for all the hard work and commitment from everyone in the industry… I always attempt to be even-handed and often do agonize over fairness. All types of wine should be made for all the different palates in the world and my perspective on wine quality is simple: please, just offer a vision that is true to your product.
(* In the U.S. there is a fourth recognized source: The Society of Wine Educators.)
(** My effort to paraphrase an important principal in formal wine training)
Footnote: I find it fun and interesting that recent opinions expressed on this blog have rubbed a few people the wrong way. In response – I am not willing to assess wine like a kid’s soccer tournament… where win, or lose, everyone receives a trophy. I am offering the following disclaimer for those who want to believe I presume to be a formal authority on the wine industry… No, I am not an MS, but I certainly have received more formal training than many wine critics I have met. This website reflects MY study, personal thoughts, opinions and experiences regarding wine. I hope you enjoy my perspective…